Instagram is now allowing users to follow hashtags, adding a curated collection of related Stories and posts to feeds. The feature is not open to advertisers yet, but it could pave the way for ad options such as sponsored hashtags or targeting based on the hashtags followed by users, writes Tim Peterson.

Digital Disruption gets DisruptedMajority of US adults now get their news via social media, yet 41% of marketers haven't even invested in social media. What else should you be planning for in 2018? Download the datasheet to find out.

Sephora's Nandini Joshi talks about the brand's intention to build on its influencer marketing, how it combats fake engagement and why mutual trust and respect are essential in maintaining successful, long-term partnerships. "[Y]ou have to believe in the authentic voice that they have and see whether that fits with your audience or not and work with them in a trustful manner," she says.

BBDO New York and Sandy Hook Promise are marking five years since the Sandy Hook school massacre with a haunting documentary-style spot that features students, teachers, first responders and parents talking about the warning signs of a shooting that's happening "tomorrow" and the actions they might have taken to prevent it. The ad is running across Sandy Hook Promise's social channels and through influencer posts -- all featuring a Facebook donation button.

Starbucks marketing leaders are focusing on people instead of the product in the short story film series "Upstanders," which focuses on community members who are making a difference. "If [humans] can be moved by powerful stories, funny stories, inspiring stories, stories that bring joy into their hearts or get them to see things differently, they will develop a deeper affinity to a brand," says Rajiv Chandrasekaran, vice president for public affairs and executive producer at Starbucks.

Pinterest has revealed that marketers will be able to access a self-serve insights tool starting early next year, which will be powered by the platform's Taste Graph. The company has also released its predictions of 2018's top trends, including a surge in Pins related to food and drink and a rise in style-related Pins.

The increasing popularity of chatbots and voice technology means that advertisers have to engage with consumers much more conversationally, building long-term relationships that are based on offering personalized, friendly guidance and advice, writes Gupshup's Beerud Sheth. This inevitable focus on conversation means that "[a]rtificial-intelligence-powered bots are bound to become the new marketer," Sheth writes.

The Chicago Auto Show and WOMMA will be partnering on a 6th Annual Driving Engagement Award, presented to the auto manufacturer with the most impactful social media campaign of 2017. The Chicago Auto Show and WOMMA are encouraging auto brands and their agencies to submit —- entries close Jan. 17. Three finalists will be selected and invited to participate in the Chicago Auto Show's Media Preview Day Awards ceremony on Feb. 9. Submission link and entry criteria can be found here.

There is no greater mistake than to try to leap an abyss in two jumps.

David Lloyd George, prime minister

Learn more about WOMMA, the official association for social media and word of mouth marketing,
here.